Source The economics Times
In a significant move to protect consumer interests, India’s consumer protection regulator has imposed fines on two prominent food brands for making misleading “100%” claims on their product labels. The Central Consumer Protection Authority (CCPA) found that the claims created a false impression about the quality and composition of the products, potentially deceiving customers.
The companies, Storia Foods and English Oven, have each been fined ₹1 lakh after an investigation revealed that their marketing and packaging did not fully justify the “100%” assertions displayed prominently on their products. According to officials, such claims can influence purchasing decisions and must be backed by clear, verifiable facts.
The regulator emphasized that terms like “100% natural,” “100% fresh,” or similar expressions must not be used loosely, as they may mislead consumers into believing that the products are free from additives or processing. The CCPA reiterated its commitment to ensuring transparency in advertising and warned companies against exaggeration or ambiguity in labeling.
Consumer rights advocates have welcomed the decision, stating that it sends a strong message to the food industry about accountability and honesty in branding. They believe stricter enforcement will help build greater trust between companies and consumers.
The CCPA has also urged consumers to remain vigilant and report any suspicious or misleading claims. As regulatory scrutiny increases, more companies may come under the scanner for similar practices in the future.
